Chapter 8 Customer Relationship Management

Group 2

Mercedes-Benz is thinking about advertising its cars to college students. Do you think that college students are a viable potential market for Mercedes? Why or why not.

I don’t agree on offering their cars to college people because at an overall Mercedes is a brand of cars known for their luxury, and college people is not thinking about luxurious stuff at their age, they will rather look for very fast cars , not saying that Mercedes are slow but their comfortable stuff makes them heavier, and mostly Mercedes looks for executive types of customers meaning that their cars show more respect than speed looks, so a college student driving a Mercedes will look like he borrowed his father’s car so it will not improve his looks but it will make him worse, and every college student will worry about that, as the book said, cars shows personality, but taking a too serious car into a young social stage will mean that he just borrowed it and it will be much more difficult for anyone to believe they actually bought it for their own interest, so for this market Mercedes is not a very interesting brand, now the “college students is not taking care about geodemographic segmentation because there are very different point of view about cars in many cultures, meaning like in Colombia Mercedes is a brand for the high income people but in Arabia Mercedes is used for Taxis.

Explain why firms implement positioning strategies and how product differentiation plays role. Analyze briefly Coca Cola's positioning strategy and its differentiation with the competence.

Product differentiation and positioning strategies are very close strategies, I think one comes with another, a very positioned brand like Coca Cola is also differentiated above all the other for the unique reason of their positioning, the ingredients and formula of Coca Cola is well known all over even there are some videos with people making their own Coke, so for them the only reason Coca Cola is still on...